3 Ways to Gather “Untold” Customer Feedback
by Clicktools Guest Blogger, Jeannie Walters
There are questions customers want to answer for you, but they’ve never been asked. There are answers they want to give you, but they don’t always know the questions, either.
While consistent customer feedback is a great way to see patterns around satisfaction, loyalty and other key performance indicators, there is still a lot of information left beyond typical survey results. Do you know some of the best ways to gather them?
Here are a few ideas to enrich your results way beyond a 10-point scale.
1. Watch for subtle signals.
Too often, we celebrate the small improvements in numbers and forget to pay attention when the numbers are dropping – oh so subtly. We might tell our executive team we had a great month because the overall Net Promotor Score (NPS) went up one percentage point, but we don’t examine why it went down a point during another month.
These subtle signals can enlighten us on where to take a closer look into the customer experience. Don’t discount the importance of a “blip” on the dashboard.
2. Listen for word patterns.
Text analytics tools are becoming more and more reliable and useful to understand our customers like never before. If we can see word patterns that inform us our customers are “frustrated” we can aim to turn that around into a positive experience. The robust technology might have a simple way to identify these patterns.
But don’t let technology be your only guide.
We’ve used simple tools like word clouds to understand the most common phrases, emotions or ideas customers have. Ask your contact center agents to write down any emotive words during a day when customers are calling. Then create a giant word cloud to see the most common words used. It’s an enlightening way to shine a light on what needs attention.
3. Read those faces.
There is new facial expression recognition software being tested and used in airports, hospitals, and hotels. These cameras pick up on common facial expressions, like a furrowed brow for confused, and report how people seem to be feeling about their experience.
With video chats and tools you may already be using, don’t be shy about asking your agents to “read” expressions the same way. There are some great ways to train these skills, but your best agents will already know how to do this.
Do some quick searches on “microexpressions” and body language to find many resources on how to interpret non-verbal cues, and how to train others to do so.
Your customers have A LOT to tell you.
They sometimes don’t even know they do! Data is great, but it’s not the only tool in your toolbox. Understand your customers by listening, learning and leading in ways that build on the data you have.